Messages
A claim is what you argue. A message is that argument said to one particular audience, at one particular moment in their decision.
The same claim becomes different messages depending on who hears it and how far along they are:
Claim: “Your month-end close finishes in a day, not a week.”
To an owner who does not know this is fixable (awareness): “Five days of every month go to closing the books. Nobody signed up for that.”
To an owner already comparing tools (consideration): “Most tools speed up bookkeeping. This one ends the close — the reconciliation runs itself and you sign off in the morning.”
Neither is a better sentence than the other. They are aimed at different people.
Written for the audience, not translated
Section titled “Written for the audience, not translated”If your buyer speaks German, the message is written in German — not written in English and then translated. A translated claim carries the sentence structure of the language it was born in, and it reads like an import.
Autopilot writes each message fresh in the language of the audience it is for. Where your product’s own vocabulary matters (a product name, a term of art your trade uses), it keeps it.
How candidates are made
Section titled “How candidates are made”Autopilot does not write one message and stop when it is good enough. For each funnel stage it writes a batch of candidates, forcing them apart — different claims, different ways of opening — then filters and ranks them:
- Mechanical drops first. Buzzwords, wrong language, near-copies of each other or of a message already on your board. No judgement involved, so nothing survives on charm.
- Boundary check. Any candidate whose plain reading crosses a limit you set — a promise you do not make, a number you do not claim — is dropped.
- Ranked against each other. The survivors are compared as a set and the strongest few are kept. Comparing beats scoring: a mediocre message that clears a bar looks fine on its own and obviously weaker next to three better ones.
Every dropped candidate comes back with the reason it was dropped. You can see what was thrown away, not just what survived.
What you decide
Section titled “What you decide”The survivors arrive as proposed text — words on a card, nothing rendered, nothing spent. You approve the exact wording before it becomes an ad.
| Autopilot does | You do |
|---|---|
| Writes candidates per stage and audience | Read them side by side |
| Drops the weak ones, with reasons | Reject any that sound wrong for your company |
| Ranks what is left | Approve the exact text |
If none of them land, that is information: it usually means the claim underneath is not yet sharp, or the audience is not defined tightly enough. Fix that one level up rather than editing sentences here.